toiling farmers - uts.edu.au

2 李绅

锄禾日当午，

汗滴禾下土。

谁知盘中餐，

粒粒皆辛苦。

悯农

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Toiling Farmers

It was noon while ploughing the paddy farm,I was sweating as the rice was sown.

Everybody knows every grain of rice,Is every effort of our farmers.

Li Shen

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Hello and welcome to my project book.

These pages will take you through my major project, Sek.

Take your time and please enjoy.

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Acknowledgements

To Elise. Thank you for pushing me to do proper research back in semester one, it’s helped me immensly.

To Cherie. You have been patient and extremely generous in your assistance and I thank you deeply for that.

To Jenni. I appreciate all the time, support and enthusiasm you have had over this project. I’ll miss our coffee shop meetings.

This whirlwind year deserves a list of special somebodies to thank.

And, of course, to Rod. I’m sure it was that first email you sent me that really jump started this project. And from there on after, your guidance was crucial in bringing my vague vision to life. Thank you for all that you have done.

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Table of contents

1. Project background - Food waste 7 Mindful eating 8 Project objective 9 2. Sek: an introduction - Sek 11 Small bowl 12 Spoon 13 Large bowl 14 Chopsticks 15 Snack container 16 Tray 17 The set 18 Branding 19

3. Manufacturing and materials - Walnut 20 Porcelain 21 Silicone 22 Environmental considerations 23

4. Market oppurtunity - To market 24 Commercial oppurtunity 25 Domestic oppurtunity 26

5. Conclusion - 27

6. References - 28

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1. Project background - Food waste Mindful eating Project objective

Food wasteFood waste is distinguished between two types avoidable and unavoidable, and to a lesser extent possibly avoidable.

•Avoidable food waste refers to food that could have been consumed, e.g. discarded prepared food (leftovers), food that has gone bad and all other edible disposed food. • Unavoidable food waste is often discarded during the consumption and preparation of food. It is the inedible components, e.g. shells, bones, seeds. • Possibly avoidable food waste is less commonly used and refers to the waste that is disposed of in certain households but is utilised in others. E.g. vegetable peels, bread crusts. (Bernstad & Andersson 2014)

Various studies have provided evidence that households with higher incomes tend to have more food waste as well as households of 18-24 year olds (Boyle et al 2014). The reasons that people discarded food were a general lack of planning meals and grocery shopping. The following reasons are drawn out from this lack of planning:

o Too much food is cooked o Food goes off before use by/best before date o Leftovers are forgotten in fridge and freezers o Too much food is purchased (no shopping list) o No clear plan of meals

Numerous curb side bin audits across Australia have been conducted and have concluded with similar results.

o 2007-08, a NSW audit based on 50 households of the greater Sydney region discovered that 40.3% of the bin was made of food o In 2008, a Victorian audit based on 600 random bins across metropolitan Melbourne found that 41% of the bins were food. o In 2013, a South Australian audit based on 200 bins of the city of Burnside found that food accounted for 42% of the waste.

The significant portion of household waste is food. The general behavioural issues have been outlined above that result in the amounts of food waste in bins. Behavioural issues are notoriously difficult in altering. The individual most acknowledge the issue and then take steps to make a change in their habits. The results of the audits suggest that there is no overarching, mainstream system that diverts food waste from landfill and is allowed to decompose in a more sustainable manner. If such a system was introduced the demand for landfill will be lessened. The size of council provided bins influence the amounts of waste a household creates. If these bins were cut down in size, households would be pushed to manage their waste and seek alternatives. The majority of councils in Sydney provide a general waste, recycle and a vegetation bin. Majority of households do not employ alternative techniques in disposing of food waste. E.g. composting is a sustainable and easily managed food waste disposal system but only 30% of households employ this technique (Boyle et al. 2014). If there was a government initiative that provided an easy, sustainable alternative in disposing of food waste would make a more cohesive difference in the amount being diverted from landfills.

With no standard, regular food waste collection for the vast majority of Australian households, it is important to put emphasis on changing the food behaviours of the public. The reasons provided to justify household food waste demonstrates the lack of consideration for food the general public has.

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Mindful eatingMindful eating derives from the ancient practice of mindfulness. Mindfulness is practiced to promote the wellbeing of the mind and body through focusing and accepting the present moment with no judgment.

Mindful eating is paying the utmost attention to the act of eating. It stresses the importance of being in tune with the body and understanding what it requires. The practice of mindful eating acknowledges the beauty of eating and the nourishment it provides. At the core, this practice is expressing respect for your body and the food being consumed.

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Project ObjectiveThere is a growing movement in Australia to shed light on the gross amounts of food waste occurring. Government initiatives and organisations are gaining momentum in revealing this drastic situation to the public. It is a huge issue and to effectively tackle this is to target the root.

At the core of all this waste, the changes that need to be made are reliant on the consumers. It is essential to sway their eating habits towards a more thoughtful relationship with food. Food provides complete sustenance. It should be without question that food should be viewed as a prized commodity within the public. This project aims to articulate the beauty of nourishing the body through the act of eating. Rather than focus on the atrocities of the current food waste situation, this project brings to light the utter joy of eating which will in turn help foster a deeper appreciation towards food.

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an introduction

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惜 Sek Sek is a set of tableware that constructs a more mindful eating experience. The pieces intent to break habit and enforce a new approach to eating that is more attentive and considered.

Each piece in the set features a disruption that hinders thoughtless eating. Traditional tableware focuses on the idea of allowing diners to eat swiftly and with ease. This practice promotes diners to eat without consideration. Sek aims to upset that ease of eating which traditional tableware achieves.

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Small bowlThis bowl explores the relationship between overconsumption and the size of bowls and plates used. Experiments have concluded that the larger the bowl or plate food is consumed from, the more likely it is to over consume. The form takes on a traditional sized rice bowl, yet has a series of holes at the rim. These holes deter the user from overfilling the bowl, and therefore not over consuming. Prior to consuming the food, the diner must be mindful while filling up the bowl to avoid food spilling or leaking out from the holes. This adds to a more thoughtful and wholesome approach to eating.

2. Sek: an introduction - Sek

Small bowl Spoon Large bowl Chopsticks Snack container Tray The set Branding

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SpoonThe spoon, similar to the small bowl brings to life the idea of losing food when not enough care is given. The bowl of the spoon carries onto the channel in the handle which slightly curves around the hand. Due to the form, filling the spoon beyond a certain level results in the liquid escaping the spoon and flowing down the handle. This spoon requires the diner to focus on the amount of liquid the spoon can contain before it will flow onto the handle. This concentration will slow down consumption and allow the diner to truly focus on just the act of eating.

2. Sek: an introduction - Sek Small bowl Spoon Large bowl Chopsticks Snack container Tray The set Branding

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Large bowlThis bowl’s intention is to provoke a sense of protection over food. The way that this has been achieved is that the bowl has no base, so its spherical form allows the bowl to tilt and sway. However the base is heavy enough so that it cannot easily topple over. Placing the food in the bowl puts it in a vulnerable position; the rocking motion of this bowl ignites the instinct to cradle the bowl to prevent any fall out. Since the bowl demands such attention, it ensures the user will be less preoccupied doing other things and will be solely attentive to the process of eating.


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ChopsticksThe pair of chopsticks introduces an audible feature

to the set. Within each chopstick is a channel in which a brass insert is encapsulated. This insert has

freedom to travel back and forth in the chopstick, As the chopsticks tilts towards the food, the rod will slide

down and as the chopstick tilts upwards towards the mouth, the rod will again slide down. It is the thudding

between the metal and the chopstick that will provide a rhythm for the meal. This feature creates an obvious

statement through hearing and the feel of the travelling rod to accentuate each mouthful of food the chopstick

places in the mouth. The quicker the diner eats, the more obnoxious the sound becomes which will not

only notify the diner, but also the surrounding diners of his/her own haste to eat.


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Snack ContainerThe snack container is the only communal

element in the set. This element strives to mimic the satisfaction one feels upon cracking into a

shell of a nut, or squeezing out the soy bean from edamame. The feeling of satisfaction has a positive

flow on affect onto the taste. Inspired by the motion of squeezing out the beans from edamame, the contents of this container are revealed through

squeezing the sides which pushes wide the opening. This piece is made entirely of silicone to provide the flexibility necessary. To clean the container, it can be

flipped inside out for a thorough cleanse.


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TrayThe tray provides a frame for the individual elements to come together. The two bowls, chopsticks and spoon have designated allotments which not only presents nicely, it also constructs the user’s movements during dining. The diner can no longer place down their cutlery and bowls wherever they please, the tray enforces the diner to place down each element with a higher level of care. The elevation in the tray presents the food in a grander setting to set a more appetising tone.


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Sek, the setThe set is designed to be used together. Each of

the six pieces work to develop a thorough mindful eating experience. The cutlery is made from timber

which will minimise the sound of clashing cutlery and bowls. The porcelain bowls sit on a tray made

from timber which also, is to soften the placement. The snack container has no specified place to

return, signifying to the diners that this element has freedom to move about and be shared. Using the

complete set of Sek would deter diners from eating without attention and intention, it will challenge

their typical dining practices.


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BrandingName - 惜 Sek Sek is a Cantonese character that is used in conjunction with two others to form opposing phrases:

可惜 Ho sek – pitiful / wasteful珍惜 Zan sek – value / treasure

The character sek carries no meaning without the former character. It has the potential to express something of high value or something of little value. This thought plays on the reality that consumers ultimately decide the worth of their food.

Interestingly, the name is also a word play as the character, sek 惜, is pronounced the same as ‘eat’ (食) in Cantonese.

Each piece in the set will bear the logo to physically unite them.

Character 惜

Cantonese pinyin Sek

Mandarin pinyin Xi


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3. Manufacturing and materials - Walnut Porcelain Silicone Environmental considerations

Walnut The timber selected is American Walnut which is a

hard and dense wood. It also has a tight grain which means it is not susceptible to splinting or splitting.

Appearance wise, the wood is well known for its deep, rich medium to dark brown and can also

reveal light and dark streaks.

The spoon and tray will be CNC machined. The feet on the tray will be drilled into post machining.

The chopsticks will take on a more complex manufacturing process. Firstly, the timber will be

cut into rectangular slats; the cavity will then be milled. The brass extrusion will be placed into the

cavity before the two halves are glued together – sealing in the extrusion. When the glue is set, the

chopsticks are then cut into size.

Once the forms are complete, the logo will be burnt into the timber using a branding iron. The pieces

are finished with food safe timber oil before being coated in beeswax to increase the durability and to

add a matte sheen.

Cavity

Brass extrusion

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PorcelainPorcelain has a long history in Chinese culture. It was the Chinese that were to introduce to the world the beauty of porcelain. Used for centuries for both decorative and functional uses, it is the most durable of ceramics material and does not require glazing to ensure it is impermeable to liquids.

The porcelain bowls will be thrown on the potter’s wheel. When the bowls are leather hard, the bases are turned and the holes of the small bowl will be cut out with a stamp. Also at this stage, the logo will be pressed into the base and a red wash of underglaze will fill the imprint. Once bone dry, the bowls will be bisque fired. Then, the bases of the bowls will be coated in wax which prevents glaze from adhering

to the base which would glaze the bowl and the kiln shelf together. The bowls are dipped into glaze and ready for the final stage of glaze firing. Once this has been completed, the bowls are ready to use.

Due to the low production run, this labour intensive process is viable. Each bowl will vary slightly due to its handcrafted origins, however this affect couples well with the variations of appearance in the timber pieces.


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SiliconeThe snack container is made from injection molded silicone rubber. Silicone rubber products are known for their flexibility and durability, and for these reasons it is the most appropriate material for the container. This material is commonly used in kitchen goods due to its low toxicity and good tolerance of extreme temperatures.


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Environmental considerationsSek is a luxurious product that would last a lifetime

with proper care. With no electronics or parts to be replaced, Sek can carry on for generations. The bowls are raw material intensive and also demand

high amounts of energy during the firing processes. However, as porcelain is a sturdy material for

crockery, the energy output can be justified as the end product is long lasting and of high quality.

The timber undergoes CNC machining which is a reductive process, meaning that material waste must

be produced. These industries however are very efficient in repurposing the scraps for chipboards,

sawdust etc. The silicone component is injection molded which is intensive to initiate production,

however it is a very efficient process.

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4. Market analysis - To market Commercial oppurtunity Domestic oppurtunity

To marketThe most efficient and effective route to market for Sek is ensuring that there is a proper marketing strategy. As the product is a novel approach to traditional tableware, the potential end-users must be eased into the design through plenty of exposure. Ways that the product will be introduced to the market is by ensuring that it is featured in popular lifestyle, food and design magazines that err on the side of sustainable living yet still maintaining a high interest in up-coming designs. Running concurrently to these editorial features, contacting eateries with a similar sustainable philosophy to use the products will be a win-win situation. The cost of doing so is minimal, yet the exposure for the product is high due to high volumes of traffic in eateries. This then, could inspire the restaurant-goers to seek their own Sek tableware set.

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Sustainable eateriesThese cafes would promote the product to the people with an interest in sustainable living. The basis behind the design is to enthuse the user about food so that the willingness to discard food is lowered. Food waste is a huge sustainable issue and would be at the heart of sustainable eateries. Incorporating this tableware will reinforce this viewpoint and could ensure a more lasting impression on the diners.

(e.g. Greenhouse in various locations in Australia)

Fine DiningThese restaurants are typically upmarket, with customers willing the splurge on the meal. These establishments put a large emphasis on the dining experience. This extends beyond the plate and into the service, location, interiors and the tableware. Sek places emphasises on the importance of food appreciation through exciting the user about eating from the tableware. The use of this product in these restaurants will enhance the experience for the diners.

(e.g. The Fat Duck at Crown Towers dining room)

Art museum eateriesSek questions the norms of traditional eating. It is a highly expressive product that ignites issues to be raised on tradition. The people that visit art museums tend to be open to new experiences. This character fits well with the product.

Greenhouse 2015The Fat Duck 2015Robert, MAD Museum

4. Market analysis - Market definition Commercial oppurtunity Domestic oppurtunity

Commercial oppurtunityThere will be two prominent ways Sek will reach the end user. The first is for eateries to utilise the set to serve their food to patrons. The second is through stocking the product in high-end homeware and living stores and stores with a particular emphasis on art and design. The latter method will be extremely valuable in creating exposure for Sek. The diners do not invest completely into the set yet they will still gain experience the set aims for.

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Domestic opportunitySek is a tableware set which means that there is opportunity for marketability within the domestic goods sector. As Sek is not a traditional set of tableware, only a specific range of retailers would stock it. Retailers that have a focus on high quality home living goods would be a suitable candidate for retailing Sek. Art museum stores are another potential retailer. These stores tend to stock a range of offbeat home ware goods, with a particular bias towards products that are designed to provoke thought. The customers that browse these stores are more likely to take an interest in Sek, so distributing to the most appropriate stores is essential for commercial viability. With such a limited range of appropriate retailers, the production run of Sek will be small.

Sek will be retailed as a set to accommodate four diners, with each diner having their own large and small bowl, spoon, chopsticks and tray. There will be only one snack container in each set as it is a communal element.

Seattle Art Museum 2015

4. Market analysis - Market definition Commercial oppurtunity Domestic oppurtunity

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5. Conclusion

Mindful eating is gaining momentum within the general public. With growing outcries against our highly consumerist and fast paced lifestyles, there

is traction in the market for a product that intends to introduce a slower and more considered

practice in our habits.

Sek is laced with dysfunction to purposefully provoke specific actions within the diner. It is generally expected for products to create ease

within our actions, to provide convenience and comfort. Sek defies these norms and for this

reason it will stand out and be noticed.

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6. References

Bernstad, S.S. & Andersson, T. 2014, ‘Food waste minimization from a life-cycle perspective’, Journal of Environmental Studies, vol #, pp. 219 -226.

Boyle, T., Downes, J., Herriman, J., Mikhailovich, N. & Wynne L, ‘Leichhardt Council Com-munity Engagement and Participation Plan: Food recycling in multi-unit dwellings’, [Prepared for Leichhardt Municipal Council, NSW], Institute for Sustainable Futures, UTS, Sydney, Aus-tralia.

Greenhouse Perth, 2015, Greenhouse, viewed 18/8 2015, <http://greenhouseperth.com/>.

Rector, J. 2010, Robert At MAD: NYC’s Museum of Arts and Design Opens a New Restaurant, viewed 10/29 2015, <http://media.designerpages.com/3rings/2010/01/15/robert-at-mad-nycs-museum-of-arts-and-design-opens-a-new-restaurant/>.

SAM Shop, 2015, viewed 10/30 2015, <http://www.seattleartmuseum.org/visit/shops>.The Fat Duck, 2015, The Fat Duck, viewed 18/8 2015, <http://www.thefatduck.co.uk/>.

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Elizabeth Lau, 1142314884904 ID Major Project: Realisation

Project Book

Tutor: Roderick Walden

toiling farmers - uts.edu.au

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